The paper "Deodorant In Australia and PharmaCare Laboratories Pty Ltd" is a wonderful example of an assignment on category. From a generic perspective, a deodorant can basically be defined as a substance that is primarily produced and used for the purposes of concealing or removing unpleasant smells particularly bodily odors (Oxford dictionary, 2012). From this definition, the deodorant industry can be viewed to be comprised of producers of these deodorants, the various outlets of these products as well as the final consumers of these products. This paper is a profound attempt to analyze this industry in Australia and divided into 2 parts.
Part one will primarily focus on the market analysis while part two will focus on company analysis. Part one: Market analysis Industry history and Market background 1988 has been pointed as the year when the first commercial deodorant, Mum was developed and eventually patented in the US. In the Australian context, this industry has evolved within the larger chemical sector (cosmetics, perfume, and Toiletries production industry), accounting for 2.8% of the rudimentary chemical and chemical products manufacturing sector in Australia in 2009-2010 (IBS World, 2012a, p.
1). Historically, this industry has been perceived to have a relatively medium level of intensity in terms of capital, with approximately 5 units of labor being employed in each specific unit of capital. This is typical with the larger chemical production sector where the capital cost for establishing and maintaining the industry is higher when juxtaposed with other industries like retail industry due to the nature of the needed machinery in the operations as well as the establishment of the plant itself (IBS World, 2012a, p.
1). Nonetheless, the deodorant industry in Australia has been projected to experience increased growth in the future based on current statistics in terms of market growth analyzed in a subsequent section. Market share Source: Roy Morgan Research (2010). In regard to market size, the above graph reveals that the diversity of the deodorant markets in the market has played a key role in widening the portfolio of the deodorant industry. Against this backdrop, this has played a major role in expanding the market size in the country. This is bound to increase the overall compound annual growth rate in the future which will continue to inflate the market size. This trend has also influenced the market growth whereby the diversity of the portfolio has heightened in recent years.
It is projected that the market will continue to grow in an upward trend as a result of this despite the fact that the years 2008 and 2009 showed constant market growth. Environmental factors There are diverse environmental factors that are affecting the Australian deodorant industry. Article 1 One of the environmental factors is based on the divergence taste and preference of colognes between the male gender and the female gender, as well as across different age groups and socio-economic classes.